Algorithms, allyship, and advice: A qualitative analysis of fertility tracker marketing
We demonstrate how company marketing encourages users to centre digital tracking technologies in their fertility journeys. In doing so, Femtech marketers place the complex burden of reproductive labour on women's shoulders while offering a digital reprieve (for a fee).
Authors
- Sue Ziébland (ORCID: https://orcid.org/0000-0002-6496-4859)
- Kathryn Sheridan Clay (ORCID: https://orcid.org/0009-0001-9779-4825)
- John Powell (ORCID: https://orcid.org/0000-0002-1456-4857)
Institutions
- University of Oxford (GB)
Publication Details
- Journal
- Digital Health
- Published
- 2025-05-01
- DOI
- https://doi.org/10.1177/20552076251356395
- Primary Topic
- Reproductive Health and Technologies
- Type
- article
- Field-Weighted Citation Impact
- 0.00
Funders
- Clarendon Fund